The new West Coast Partnership franchise operated by FirstGroup and Trenitalia will adopt the brand name Avanti West Coast.
Avanti is Italian for ‘forward’, and the companies say the name reflects a mission to deliver an innovative railway service that is ‘ready for today and fit for the future’. The companies will take over the West Coast operation on 8 December from Virgin Trains, which has run the franchise since 1997.
The Avanti West Coast logo, created by design agency forpeople, is a bright orange triangle, symbolising the geographic extent of the route. The franchise comprises two distinct parts – Avanti West Coast will run current services on the West Coast main line, with West Coast Partnership Development working with HS2 Ltd and the Department for Transport to develop and operate high-speed services when HS2 opens.
The news follows the appointment of the senior management teams for the two component parts of the franchise, with current Virgin Trains MD Phil Whittingham to lead Avanti West Coast and FirstGroup Bid Director Caroline Donaldson to lead the West Coast Partnership Development arm.